Nowadays, if your business is not represented online, you’re pretty much invisible to a goodly number of potential customers who are not only searching for information about products and services, which a simple flier or folder would do in the olden days, but also have credit card in hand and are set to put their money where their clicks are.
While the majority would agree that a business’ Web site should offer a goodly amount of information about what sort of service you provide or the products you sell, merely posting information is only the first step in a process that a well-designed Web site performs in converting browsers into sales prospects, and perhaps even long-term customers. One of the first items that you must ponder is landing page design, that is, the role of your landing page, the page that potential customers will land on when they click on a pay-per-click advertisement that you’ve placed somewhere online, and which obviously sparked interest in the prospect.
Your landing page is one of the most significant parts of your Web site because it is there, and there alone, that a potential customer will decide, in just a few seconds, whether or not he will continue to explore whatever your business offers and will click on links that will lead him to more specifics and options – or he will simply go away and look elsewhere. The clock is ticking whenever a prospect clicks onto the landing page and with that quickly dissipating time that you’ve got with all new visitors to your site you’ve got to have simple instructions that push all the right buttons that will make the visitor feel at home and want to stay a while.
If you are discussing selecting the right keywords, reworking your price schedule, adjusting the words you choose for your online ads, tracking the response you’re getting and calculating whether or not your site’s performance is up to muster, you’re talking about PPC management (pay-per-click management), which is a crucial factor in formulating a site that earns to its greatest potential, attracts a growing traffic flow and helps develop and retain customers. The wording you use in your advertisements can either appeal to or repel possible customers, so it’s worth your while to test several variations on the wording you use in ads and watch the response you get to see if one or more reworkings of your message tend to bring in more visitors and whether or not they reply to your “call to action”, the action you hope they will take, such as getting your products.
Once you start to tally the numbers, you’ll get a clearer picture of whether or not you’re reaching the audience that you hope to reach, and the sorts of tasks you can use to improve the response that you’re garnering.